Spectators await the start of a cinema screening at a Kinostar De Lux Multiplex in the Moscow suburb of Khimki, December 7, 2014. Furniture retailer IKEA has converted one of the cinema halls, completely replacing standard seats with their furniture, according to local media. There are 17 double beds fitted in the hall, which was renamed to “It wakes love”. (Photo by Sergei Karpukhin/Reuters)

Actors Justin Timberlake (L) and Mila Kunis present an award onstage during the 2011 MTV Movie Awards at Universal Studios' Gibson Amphitheatre on June 5, 2011 in Universal City, California. (Photo by Kevin Winter/Getty Images)

A competitor poses before the Tough Guy Challenge endurance race on January 27, 2013 in Telford, England. Every year thousands of people run the 8 mile assault course which involves freezing temperatures, fire and ice. (Photo by Michael Regan)

A competitor in fancy dress emerges from muddy water during the Tough Guy Challenge endurance race on January 29, 2012 in Telford, England. Every year thousands of people run the 8 mile assault course which involves freezing temperatures, fire and ice. (Photo by Michael Regan/Getty Images)

Children react as they celebrate Guy Fawkes day in Soweto, South Africa, on November 5, 2014. (Photo by Siphiwe Sibeko/Reuters)

Selena Gomez performs at the MTV Movie Awards. (Photo by Jordan Strauss/Invision for MTV)

A competitor makes their way through fire as they take part in the Tough Guy endurance event near Wolverhampton, central England, on January 27, 2019. The Tough Guy event challenges hundreds of competitors to run a gruelling course whilst negotiating up to 300 obstacles including water, fire, and tunnels. (Photo by Oli Scarff/AFP Photo)